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Commentary

Millennials Favor Amazon, Authenticity

Among millennials,
there’s a growing sense that social media is bad for their mental health.

In fact, more than half of this coveted demographic report decreased their social-media usage over the last
year, according to a new study conducted by MFour Mobile Research on behalf of Roth Capital Partners.

By contrast, digital privacy doesn’t appear to be top of mind among a majority of
millennials, according to the survey of some 2,500 women and men, ages 22-to-37.

Just 26% of the sample said they were not comfortable sharing personal information for a more
“tailored” digital experience -- like getting personalized recommendations from Amazon, Netflix and Spotify.

In many respects, millennials still live up to their reputations as
tech-driven, authenticity-obsessed consumers, according to Paul Zaffaroni, managing director-head of consumer investment banking at Roth Capital.

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“Millennials value authenticity,
transparency and the ability to access their favorite brands seamlessly across multiple channels,” Zaffaroni notes in the new report.